{"id":60999,"date":"2023-12-06T08:00:40","date_gmt":"2023-12-06T13:00:40","guid":{"rendered":"https:\/\/businessesgrow.com\/?p=60999"},"modified":"2024-10-29T20:14:14","modified_gmt":"2024-10-30T00:14:14","slug":"creators-and-community","status":"publish","type":"post","link":"https:\/\/businessesgrow.com\/2023\/12\/06\/creators-and-community\/","title":{"rendered":"A New Commercial Strategy: Creators and Community"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"61000\" data-permalink=\"https:\/\/businessesgrow.com\/2023\/12\/06\/creators-and-community\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35.png\" data-orig-size=\"1024,1024\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"creators and community\" data-image-description=\"&lt;p&gt;creators and community&lt;\/p&gt;\n\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35-300x300.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35.png\" class=\"aligncenter wp-image-61000\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35.png\" alt=\"creators and community\" width=\"800\" height=\"800\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35.png 1024w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35-300x300.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35-85x85.png 85w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35-100x100.png 100w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35-50x50.png 50w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/markschaefer_create_a_vintage_collage_with_famous_content_creat_0a8c68a4-ff9c-430b-998c-8aad22267d35-150x150.png 150w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Over the past few months, I&#8217;ve been immersed in projects and research that have reinforced the idea that creators and community are driving huge changes in commercial strategies. These new dynamics are re-inventing what we used to think of as media and media buying. It&#8217;s already happening.<\/p>\n<ul>\n<li>Consider that a <a href=\"https:\/\/www.youtube.com\/channel\/UCX6OQ3DkcsbYNE6H8uQQuVA\" target=\"_blank\" rel=\"noopener\">YouTube star like Mr. Beast<\/a> has a bigger following than all the prime-time American news channels combined. One of his videos might get 100 million views. If you&#8217;re advertising on Fox News, you&#8217;ll be lucky to reach 2 million viewers.<\/li>\n<li>Many creators are branching off to create their own brands that have become some of the fastest-selling fashion, food, and cosmetic products on the planet.<\/li>\n<li>Young adults aged 14-32 are swarming onto Discord to find communities. The number of those active on Discord grew from 26% to 42% <strong><em>in one year!<\/em><\/strong><\/li>\n<li>And Taylor Swift is arguably the biggest creator on the planet, influencing every aspect of entertainment and culture on a global scale.<\/li>\n<\/ul>\n<p>This is what&#8217;s interesting to me: None of this was possible 10 years ago. Creators and their communities have re-written the rules of influence &#8212; and sales. Yet most corporate marketing departments are not built for these changes. How do you begin to adjust to an entirely new media world?<\/p>\n<p>Well, that&#8217;s a good question, and we begin to unpack it on the latest episode of The Marketing Companion podcast. Join me and my guest, Sara Wilson, as we connect the dots between creators, community, and commercial strategies.<\/p>\n<p>Let&#8217;s dive in, shall we? Click here:<\/p>\n<h3><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/traffic.libsyn.com\/marketingcompanion\/FINAL_Mark_Dec_4.mp3\" target=\"_blank\" rel=\"noopener\">Click here to enjoy Marketing Companion episode 277!<\/a><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27324\" data-permalink=\"https:\/\/businessesgrow.com\/2014\/01\/06\/content-shock\/border-line\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" data-orig-size=\"591,24\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"border line\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-300x12.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" class=\"aligncenter wp-image-27324 size-full\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" sizes=\"(max-width: 591px) 100vw, 591px\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png 591w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-300x12.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-200x8.png 200w\" alt=\"Gen Z exposed sponnsors\" width=\"591\" height=\"24\" data-attachment-id=\"27324\" data-permalink=\"https:\/\/businessesgrow.com\/2014\/01\/06\/content-shock\/border-line\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" data-orig-size=\"591,24\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"border line\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-300x12.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" \/><\/p>\n<p>Please support our sponsors who bring you this amazing episode!<\/p>\n<h2>Bravo for Brevo!<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"59869\" data-permalink=\"https:\/\/businessesgrow.com\/2023\/07\/20\/business-narrative\/screen-shot-2023-07-13-at-3-18-03-pm\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png\" data-orig-size=\"418,212\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brevo coupon code\" data-image-description=\"&lt;p&gt;Brevo coupon code&lt;\/p&gt;\n\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png\" class=\"alignleft wp-image-59869\" style=\"vertical-align: baseline; border: 0px; outline: 0px; padding: 0px; margin: 0px 15px 5px 0px; max-width: 100%; height: auto; text-decoration: none; float: left;\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png\" sizes=\"(max-width: 241px) 100vw, 241px\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-100x51.png 100w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-99x50.png 99w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png 418w\" alt=\"Brevo coupon code\" width=\"241\" height=\"122\" data-attachment-id=\"59869\" data-permalink=\"https:\/\/businessesgrow.com\/2023\/07\/20\/business-narrative\/screen-shot-2023-07-13-at-3-18-03-pm\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png\" data-orig-size=\"418,212\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brevo coupon code\" data-image-description=\"&lt;p&gt;Brevo coupon code&lt;\/p&gt; \" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png\" \/>This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.<\/p>\n<p>Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.<\/p>\n<p>Go to\u00a0<a href=\"https:\/\/www.brevo.com\/marketingcompanion\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\" data-linkindex=\"0\">https:\/\/www.brevo.com\/marketingcompanion<\/a>\u00a0to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo\u2019s Starter &amp; Business plan!<\/p>\n<p><em>Illustration courtesy MidJourney<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Market dynamics are pushing creators and community to the forefront of marketing strategy. Influencers are wielding unprecedented power. Is it timwe to get onboard?<\/p>\n","protected":false},"author":36,"featured_media":61000,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[11,3,12,4,213,17,46,47,1103,57,2369,30,51,83,395,63,60,59,1850,1116,2517,3113,2370,67],"tags":[2105,350,1181,1878,1212,1873,3183],"class_list":["post-60999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-business-relationships","category-business-strategy","category-careers","category-community-building","category-customer-acquisition","category-economics-of-social-media","category-futurist","category-influence-marketing-2","category-marketing-best-practices","category-marketing-rebellion","category-marketing-strategy","category-personal-branding","category-podcasts","category-power-and-influence-on-the-web","category-roi-and-measurement","category-social-media-best-practices","category-social-media-policy","category-streaming-video","category-the-marketing-companion","category-tiktok","category-trending","category-word-of-mouth-marketing","category-youtube-and-video","tag-influencer-marketing","tag-mark-schaefer","tag-marketing-companion","tag-personal-branding","tag-podcast","tag-research","tag-sara-wilson"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A New Commercial Strategy: Creators and Community - Schaefer Marketing Solutions: We Help Businesses {grow}<\/title>\n<meta name=\"description\" content=\"Market dynamics are pushing creators and community to the forefront of marketing strategy. 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